It is a mobile device world and we are all just living in it. According to Nielsen 171.5 million Americans or 71% own a smartphone. Smartphones are not only more owned, but the use is up as well. The International Business Times notes Americans spend 60 percent of their “digital media time” using their smartphones and tablets. As seen in the chart below Millennials are on their smart phones over 4 hours a day.
With this shift from the big screen to the mobile screen, marketers are scrambling for ways to reach consumers in interactive ways. Well Coke cracked the code when they teamed up with mobile app giant Shazam. Shazam is known for telling its user the information behind any song it heres. Coke Zero’s “Drinkable Advertising” uses the apps ability to listen to sounds to offers its users a free coke zero.
According to Coca-Cola, 85 percent of millennials have not tried Coke Zero, but nearly 50 percent of those who try it go on to become monthly drinkers. So, the “drinkable” marketing campaign is aimed at getting consumers to sample the product (Ad Age).
Coke brilliantly and creatively crafted an campaign to attract new users by LISTENING to consumers. This only the beginning of a trend that will combine mobile applications with brand marketing.
Sometimes actors go thru extreme lengths to “get into character.” This is often called method acting or when an actor tries to replicate the life circumstances, mannerisms and emotional feelings of the character he portrays, so as to give realism, legitimacy and dramatic strength to his performance(Tv Tropes).
Like Christian Bale most great actors are method actors, but so are most great marketers. Marketers process of method acting comes with personas. Marketers use personas to get in its consumers mindset learning their personalities, traits, and habits. This allows marketers to make the proper decisions in designing, writing and developing all things marketing. Need to redesign your website? Think about your personas … Need to create a commercial? Think about your personas … Before you send out a tweet, think about your personas
Great marketers are in fact great method actors, our application of the process is just different!
There once of a time to be a celebrity you had to be an actor, entertainer or athlete. Fame was only acquired by reaching the American public thru a form of traditional media. Now as emerging media has come to the forefront, any one can be a celebrity.
Brands have started to take notice, using social media celebrities to act as spokespersons. YouTube has been the focus of most brands, but Vine has become a source of to reach millennials and Generation Xers.
The Truth initiative against big tobacco wants to cater its message to teens and younger adults, so what better way to get their attention than to use vine stars to spread their message. The campaign “Big Tobacco Be Like,” utilizes the comedic talents of high profile vine stars to make hilarious skits of the money tobacco companies make. Check out funny videos:
Using Vine stars to marry emerging media with traditional media can save your brand tons of money and possible be more effective than your “traditional celebrity”
It is widely known the impact social networks like Vine and Instagram have had on marketing. An IMC campaign without a social media strategy is one sure to fail. Although marketers are still trying to stand out on the platform, “social media celebrities,” have already masted it.
The truth initiative, an independent public health nonprofit organization against tobacco, tapped into the popularity of Vine stars to promote their anti-smoking message. These commercials are some of the funniest commercials on TV and with 24% of american teens using Vine, the ads use the perfect spokespeople to carry their message( Pew Research Center). Truth needs all the star power it can get with it quoting on their website that “advertising and promotional expenditures for both cigarettes and smokeless tobacco (ie tobacco) in 2012: $9.6 billion”
Heres a playlist of the commericals
Emerging media is always evolving. Mostly digital it allows for instant feedback between marketers and the consumers. This allows brands to share it’s personality and culture with its users. This social aspect along with personalization is main reason why emerging media is becoming preferred media. Below is an infographic created by a company named Leverage that nicely sums up the advantages of having a presence on each of the popular emerging media platforms.
Presently there are some characteristics to emerging media that marketers can implement to make the campaign successful. The infographic below describes nicely some of those characteristics.
The emerging media that intrigues me most is snapchat.
What is Snapchat?
Snapchat allows users to send photos that disappear after ten seconds or less, allowing users to share moments with others in real time.
Snapchat currently has approximately 26 million users in the US,
and is incredibly popular with college age students
(77% of college students use Snapchat daily).
How are brands using Snapchat?
Brands began using the feature by creating their own Snapchat accounts, offering unique content to users who added the brand as a friend.
Brands have recently become more immersed, paying to appear to new users through featured stories or short advertisements between featured content. Universal Pictures promoted two of its summer films with graphics users could add to their snap, one featuring the minions and the other featuring the iconic “Straight Outta Compton” logo.
Snapchat’s true marketing potential comes from
strategies that play to its unique strengths,
such as utilizing that innate sense of urgency and timing.